It used to be true that if you saw several favorable testimonials on a website, you could be fairly confident that the company was a legitimate business that would provide you with the product and/or service you were seeking. It also used to be true that you come to an agreement with someone, shake hands to seal the deal, and be confident that both parties would hold up to their end of the contract.
Unfortunately, today’s online companies are making it harder and harder for online consumers to trust them. In today’s business place, testimonials are offered not only by customers truly happy with products, but also by actors willing to say whatever businesses want them to say for a price.
Last week I was on an outsource website and saw over a dozen independent contractors who were willing to create a video where they would provide a testimonial to whichever product or service I happened to be selling at the time. Some of them were even willing to do it for as little as $5.00.
Companies that use these paid, false advertisements are making it more and more difficult for online consumers to trust non-name brand companies. You see, we as consumers expect Pepsi, Sony, and Nike to give us movie stars or professional athletes that provide testimonials to sell their products. We know they were paid to give their opinion, and therefore take that into consideration before deciding to make a purchase with that company. Conversely, we expect testimonials from everyday people about everyday products to be real, honest, and unsolicited.
Luckily online consumers can look for testimonials provided by paying customers through social proof software like that made available by Shopper Approved. Shopper Approved is the leading rating and review software on the internet. It allows real customers to provide honest responses to the product or service in question. It also provides a quick ‘five star’ review of how actual paying customers rate the company and its level of service.
So, unless your company has connections with Bill Gates or Warren Buffet, we suggest you utilize a well-recognized rating and review system like Shopper Approved. Believe it or not, most online consumers are not as gullible as some might think. Most will see right through paid testimonials – especially those provided by everyday people trying to make an extra buck.